European premiere: in-line personalisation in magazine

Submitted by: Print Power 14/01/2015

Mondadori France ran the Numéromania campaign in December in Télé Star using inkjet personalisation. The innovation of the campaign was the unique number being printed in each copy of the magazine.

Readers could participate in a game using this unique number digitally printed in their copy of Télé Star. Given the success of this campaign Mondadori will apply the same technology to other title brands.

                          

Bild Zeitung (part of Axel Springer) and The Sun already use personalisation in their newspapers, however this is the first time a magazine applies the technology. The personalisation technology offers a great number of opportunities for publishers as well as for advertisers. It increases readers engagement with the newspaper, magazine or advertised brand, creates interaction, offers the possibility to collect names and email addresses of interested consumers and readers and offer readers access to information with restricted access. Says Dominique Aymard (Director of Industrial Operations, Mondadori France): “the use of this new technology is an important step in our strategy to create value for our printed magazines”.

                     

The use of personalisation in newspapers has led to a host of publisher activities at Bild Zeitung; lottery actions, crossword puzzles, bingo and lucky numbers. The Sun launched recently an action called Paper Perks, compensating readers who collect the unique numbers printed in the newspapers to obtain additional discounts and freebies. The Sun and Bild Zeitung also offer a day pass for the online, behind the paywall, content. The access number for Sun + and Bild + is printed on an inside page of the newspapers.

                                

The use of integrated digital printing also allows for content variation per edition. Die Welt, also part of the Axel Springer, changes images and content in function of the edition. And El Mundo in Spain uses digital printing to indicate regional editions in the masthead of the newspaper.

                                 

Brands can use the personalisation for a great number of possibilities: adding name, address, a map or QR code in advertisements. They can personalise adverts in various editions of newspapers or restrict personalisation to certain cities or regions (based upon postal codes). Use of unique numbers in repetitive ads can create loyalty among readers and increase the readers’ interest in the ads. With the high penetration of smart phones integration of printed content in newspapers and magazines and online become flawless.

Today the personalisation is done in black, however the Kodak Prosper inkjet heads are also capable to print 4 colours. That could offer advertisers even more possibilities. Kodak is about the only supplier of this technology and as Claude Desbrugères (General Manager Kodak France) says: “ ..this technology allows publishers and printers to re-think the use of paper and to make it more impactful and interactive”.

A number of magazines is already entirely printed digitally, however current use of the Kodak heads is based upon an in-line combination of offset and digital printing which makes them unique. In one run the entire magazine is printed, including the digital imprint of the numbers. This complex process is done without reducing the printing speed of the offset press. The European premiere for Télé Star was printed at the presses of Sego in France.

Ulbe Jelluma | Print Power